Client: Gillette
Date: May 2019
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In January, Gillette started a conversation globally about what it looks like for men to be their best in the modern world. Today, Gillette Canada is continuing that conversation with the introduction of the short film 'First Shave' from Grey Canada.

The film, which premiered at the 2019 Inside Out LGBT Film Festival in Toronto on May 25, captures the moment when Toronto-native and trans advocate Samson Brown first used a razor to shave himself, all under the watchful and caring guidance of his father.

Samson’s story recognizes that having the confidence to express one’s true, authentic self can be a journey – one that Gillette fully supports.

Beyond the launch of the short film, both Gillette and Gillette Venus are taking action to demonstrate their values of respect and inclusivity for everyone. As they continue the conversation around First Shave and what it means for people to express #MyBestSelf, the brand is partnering with Toronto-based charity and city agency The 519 to support its trans-inclusive programs. With support from Gillette, they will continue to provide ongoing resources and support to help inspire Canadians of all parts of the gender spectrum to have the confidence to express their true authentic voices, so we can all be our best selves every day.

“Gillette supports everyone in their journey to looking, feeling and acting their best every day. That includes our own journey as a brand committed to using our platform to showcase real, diverse and inclusive stories of men working toward their ‘best’ selves. Samson’s story in First Shave is a perfect example of that commitment because whenever, wherever, however it happens, your first shave is special,” said Pankaj Bhalla, brand director for Gillette and Venus North America.

“My dad always told me that whatever I do, I should be the best at it; and I wanted to be a part of this campaign because Gillette is encouraging everyone to be their best, just like my dad for me. My dad’s encouragement came from a place of love and gave me the confidence to express my true authentic self,” stated Samson Brown, Artist and trans advocate.


Agency: Grey Canada

Global Creative Chairman: Per Pedersen

Worldwide Creative Officer: John Patroulis

Chief Creative Officers: Patrick Scissons, Emiliano Gonzalez De Pietri, Helen Pak

Deputy Chief Creative Officer: Jeff Stamp

Executive Chief Creative Officer: James Ansley

Copywriter: Graeme Campbell

Art Director: Logan Gabel

Producer: Sam Benson

EVP, Account Director: Brian Weston

SVP, Account Director: Elizabeth Gilchrist

VP, Account Director: Darlene Remlinger

Account Executive: Kate Beaman

Production Company: Skin & Bones Film Company

Director: Angie Bird

Director of Photography:Jackson Parrell

Executive Producer: Liane Thomas

Line Producer: Michelle Woodward

Editorial Company: Rooster Post Production

Editor: Izzy Erlich

Assistant Editor: Taylor McWade

Executive Producer: Melissa Kahn

Colourist: Andrew Exworth, The Vanity

Colourist: Conor Fisher, Alter Ego

Post Production: Fort York

Executive Producer: Sam McLaren

Flame Artist: Paul Binney

Sound Design: Cylinder Sound & Film

Sound Engineer: Cylinder Sound & Film

Executive Producer: Brad Nelson

Music Company: Asche and Spencer